Hasbro To Make Star Trek Toy Line – Starting In 2013 [UPDATED]

Today brings big news for the world of Star Trek toys. In advance of the big Toy Fair which opens this weekend in New York, Hasbro has announced that it has entered into a licensing agreement with CBS to make a “variety” of Star Trek toys, starting in 2013…just in time for the next Star Trek movie. More details below. [UPDATED: More info and preview pic]

Hasbro goes Trek

[UPDATED] For the first time in their history, the giant toy company Hasbro will be making Star Trek toys. The news was announced today in advance of the annual Toy Fair which kicks off on Sunday. According to Hasbro, their Star Trek line will kick off in 2013, ahead of the Star Trek sequel. However, TrekMovie is told that Hasbro’s license is for more than the next movie as it extends to the entire Star Trek franchise. The Hasbro Star Trek toys will include KRE-O building block sets along with a line of roleplay toys as well as new action figures.

Hasbro’s acquisition of the Star Trek license is a symbol of the strength of Star Trek’s return to the mainstream of popular culture which began with the 2009 feature film. It doesn’t get much bigger than Hasbro in the world of toys. The company produces several of the best selling toy lines in all of history, including Star Wars, GI Joe and Transformers. We should expect Hasbro to be able to bring Star Trek into many big box stores like Target and Wal-Mart, as well as Toys R Us, much like they do for their other lines.

TrekMovie has also confirmed that Playmates Toys, who did toys for the 2009 Star Trek film, will not be returning for the sequel. However, Diamond Select Toys still holds a Star Trek license (for “classic” Trek) and they will be making some Star Trek news at Toy Fair well (TrekMovie will be reporting that early next week).

Preview image of Star Trek Hasbro KRE-O toys

press release

HASBRO TEAMS UP WITH CBS CONSUMER PRODUCTS FOR STAR TREK TOY LINE

Product Line Fueled By Upcoming Major Motion Picture in 2013 to Include
KRE-O STAR TREK Building Sets and More

PAWTUCKET, R.I. – FEBRUARY 10, 2012 – Hasbro, Inc. (NASDAQ: HAS) announced today it has entered into agreement with CBS Consumer Products to manufacture and globally market a variety of products based on the STAR TREK property beginning in 2013. The toy line will launch in support of the STAR TREK movie sequel from Paramount Pictures, which will open May 17, 2013.

Leading the product offering from Hasbro will be a line of premium KRE-O STAR TREK building sets featuring fantastical spaceships and legendary characters from the franchise. The KRE-O STAR TREK sets will offer high-quality KRE-O bricks as well as new KREON figures in the likeness of popular characters. Among its additional new play experiences, Hasbro will also offer robust line of roleplay toys for kids and fans to act out the intergalactic saga as well as select new figures.

“The STAR TREK property is an entertainment giant known by millions across the globe and Hasbro is thrilled to be working with CBS Consumer Products to bring the franchise to life in toy form,” said John Frascotti, chief marketing officer, Hasbro, Inc. “As a global branded play company, Hasbro delivers the best properties in a variety of formats to consumers around the world. We’re excited to offer fans the opportunity to experience icons of STAR TREK in exhilarating new ways with our KRE-O building sets as well as with new roleplay items and more.”

“Hasbro and STAR TREK have always been known as innovative brands,” said Liz Kalodner, Executive Vice President and General Manager of CBS Consumer Products. “Bringing them together in this new toy line will give fans of the entire STAR TREK franchise new ways to experience the final frontier, including the first complete construction program.”

STAR TREK will mark the third major entertainment property to be featured in the KRE-O line from Hasbro. The Company successfully introduced the KRE-O brand in 2011 with building sets featuring its globally popular TRANSFORMERS characters. In 2012 Hasbro continues the KRE-O TRANSFORMERS line and is introducing KRE-O BATTLESHIP building sets based on its gaming property and upcoming live action movie BATTLESHIP, from Universal Pictures. More details about Hasbro’s STAR TREK product offerings will be announced at a later date.

About Hasbro:
Hasbro, Inc. (NASDAQ: HAS) is a branded play company providing children and families around the world with a wide-range of immersive entertainment offerings based on the Company’s world class brand portfolio. From toys and games, to television programming, motion pictures, video games and a comprehensive licensing program, Hasbro strives to delight its customers through the strategic leveraging of well-known and beloved brands such as TRANSFORMERS, LITTLEST PET SHOP, NERF, PLAYSKOOL, MY LITTLE PONY, G.I. JOE, MAGIC: THE GATHERING and MONOPOLY. The Hub, Hasbro’s multi-platform joint venture with Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) launched on October 10, 2010. The online home of The Hub is www.hubworld.com. The Hub logo and name are trademarks of Hub Television Networks, LLC. All rights reserved.

About CBS:
CBS Consumer Products manages worldwide licensing and merchandising for a diverse slate of television brands and series from CBS, CBS Television Studios and CBS Television Distribution, as well as from the company’s extensive library of titles, Showtime and CBS Films. Additionally, the group oversees online sales of programming merchandise. For more information, visit www.cbsconsumerproducts.com.

Hasbro figures are the best (when you exclude the high-end stuff like Sideshow or ArtAsylum). Also glad they aren’t settling for Playmates this time.

February 10, 2012 9:05 am

Gabriel Bell

I *love* the consistent grumbling! Never lets me down. (“Glad it is not Playmates!” “nice, I guess”) It is the universal constant.

Now to my comment:
Thanks, Hasbro, for investing in a franchise that I personally love! I really look forward to seeing what you produce.

February 10, 2012 9:05 am

dmb1138

Ohhhhhh, fuuuuuuuudge. My wallet’s in trouble.

February 10, 2012 9:09 am

Randumb Thots

This is FANTASTIC. As a toy collector (primarily Transformers, so I can’t necessarily claim to be objective) I can attest that Hasbro is a big step up. Don’t get me wrong, the Playmates toys were actually quite good, better than I would expect from PM frankly. But they were poorly distributed and poorly marketed. They would show up sporadically and then end up sitting there, clogging shelves. They sold so poorly that the future waves were cancelled and now my bridge set is sitting there incomplete. :-( Hasbro at least has the cachet and marketing budget to get the toys out there and keep them moving. Not to mention that in my experience, Hasbro actually cares quite a bit about adult collectors, disproportionately so compared to the small share of the toy-buying market we comprise. I have an entire shelf of very high-end “Masterpiece” Transformers, all distributed by Hasbro in the US, that can attest to that.

Also I’m giddy over the thought of Star Trek building-brick sets. I have only wanted those since I was 6.

February 10, 2012 9:15 am

Brian from OR

Very excited to hear this news. It makes sense that Paramount is partnering with Hasbro on Star Trek. Paramount already has made Transformers and G.I. Joe with Hasbro so I think it is a no brainier they wanted to continue this partnership. I was really disappointed with Playmates Star Trek 09 toys. So hopefully Hasbro’s will be much better around this time around. Speaking of which I am looking forward to day they come out with that Transforming U.S.S. Enterprise that transformers into Captain Kirk :-)

February 10, 2012 9:19 am

agentm31

I look forward to this, of course, but I wish Art Asylum/Diamond Select had been licensed. Their products are fantastic, and with the money, they could afford a better, closer factory to get the toys out quicker.

February 10, 2012 9:19 am

CmdrR

Yes, Hasbro!
There once was a Trek toy from Pawtucket…

Harry?
Harry?
BALLZ!! You missed your cue!

February 10, 2012 9:24 am

G1Convoy

$#@$ Yeah This is Great Now we might even see a Star Trek Transformers Crossover Toys that I will buy for sure hehehe This is really Good news Playmates been around for along time for Star Trek Fans but the 2009 line for Star Trek was very disapointing manly the Enterprise her self they tried to copy the Dimond Select ships and faild really bad at it with a random sound board I hope Hasbro will do TNG DS9 and VOyager as well I cannot wait and hopfully they will being out all the Enterprise too like Dimond Select and art asylem is doing

February 10, 2012 9:25 am

Psylent1

Can we please have some starships?

Especially the Akira class, Micro machines never got to it, Furuta did everything but the Akira and Mattel was a waste of a license.

Does this just mean the KRE-O sets or will hasbro also do the main action figure line??

Will Hasbro simultaneously make Star Trek and Star Wars figures?

February 10, 2012 10:29 am

Red Dead Ryan

I wonder how much George Lucas will make off the Trek line?

February 10, 2012 10:35 am

Green Girls Have More Fun

I am stupidly excited about this. The Playmates figures just didn’t live up to what I was hoping for and then the rest of the line was canceled, which means no bridge crew in anything but cadet uniforms.

I’m hoping for some awesomeness from the new movie and now I’ll have awesome toys to look forward to as well!

February 10, 2012 10:49 am

Trekboi

yes, why no mention in the article of star wars figures- last figures i looked at were made by hasbro- do they do star wars toys?

Glad its not playmates- they made a mess of the 2009 toys- awefully executed- incomplete sets, incomplete toys, bridge in pieces that were not avalible- most fans including me didnt bother with them after looking at the poor planning & execution.

I eventually got some bargan basement discounted figures once it was clear that was the best they were going to get.

February 10, 2012 11:00 am

Kirk, James T.

23

This means that Hasbro have the international rights to produce Star Trek toys full stop – action figures, Kre-O, Role play (meaning phasers, communicators and ships as well as play sets)

I’m blown away that Hasbro will be doing Star Trek – absolutely fantastic news, it’s been a long time coming and honestly I think it’s about the right time for Hasbro to step in and show DST and Playmates how it’s done in the 21st century.

Playmates reigned supreme over the 90’s but it’s Hasbro’s turn to play – I hope they go the distance and produce a really successful line.

Animated TV series coming? You bet

February 10, 2012 11:06 am

Phil

What you suppose the Prime Directive toy will be?

February 10, 2012 11:14 am

VZX

This is the best news of the day! Hasbro, while not perfect, make the best action figures currently on the market.

I’m hoping the Star Trek figures are similar in size and style to the GI Joe line. Maybe we will get lucky and they will incorporate some items from the last movie as well.

BTW: The Toys R Us by me still has a LOT of the Playmates Trek 09 movie figures and sets. They priced them down to a dollar each and they still are not selling. Here’s hoping the newer line moves better.

Well, I hope they make the figures. Playmates man…. those were just bad.

February 10, 2012 11:22 am

Red Dead Ryan

My comment was directed at Phil, formerly at #18. Though now he is right because of #15 jumping in and disrupting the numerical order of this thread….

February 10, 2012 11:34 am

Tony Todd's Tears

Hope they are better than the toys they made for the last movie, those were worthless!

I would rather eat burned replicated bird meat than buy toys like that for my kids.

February 10, 2012 11:40 am

Lt. Bailey

Hasbro is not bad and I hope they do well with this line.

They will always have a special place in my heart because of the “original” G.I. Joe’s in 12″ from back in 1964. Those were always my favorite toys as a kid… and almost 50 years later I still have them in my collection. That is the one part of my collection the wife does not mind as she had Barbies back then which she has in her collection (she liked GI Joe better than Ken anyway) so she does not mind a “grown man” having dolls… I tell her G I Joe is a man of action and not doll.

February 10, 2012 11:49 am

"Check the Circuit!"

Heavy sigh.

Personally, I was very disappointed in the quality of the Marvel action figures after they moved over to Hasbro.

On the bright side, it’s great that a “big name” has signed on to produce a line. Hasbro at least should do a good job with marketing and distribution.

February 10, 2012 11:53 am

dep1701

Although I’m still not a huge fan of the J.J.prise, I would love to see a better produced and detailed replica than the rather caricatured version Playmates released ( although I will forever be thankful to them for letting us have the toy well in advance of the movie release, so I had some time to get used to the redesign ).

February 10, 2012 11:54 am

Captain April

Maybe they can go back and do the USS Kelvin! Hopefully a better version of the Enterprise.

February 10, 2012 11:58 am

VZX

34: Yeah, I agree about the Hasbro versions of Marvel figures. Toy BIz did a better job, but they broke easy. The smaller Hasbro Marvel figures have some weird articulation.

BUT: The GI Joe figures are the best on the market, IMO. The best thing about them are the metal leg joints. Genius. That greatly reduces breakages for a toyline aimed at boys. My son went through a couple of Spider-mans already, but all his Joes are still ready to go, albeit dirty and scuffed up.

I hope the new Star Trek figures are as well-made.

February 10, 2012 12:01 pm

MONGO

Mongo look forward to see what new toy for Star trek. Hope lots of ships!

Mongo sad when get all of Playmate bridge set for new Star Trek movie then find out Playmates give up. Mongo not able finish bridge set.

Wish LEGO could have gotten the license. LEGO Star Trek Video Games would have been SWEET!!!!

I hope Hasbro does more ships:
Reliant
Ent-B
Excelsior
Akira
Kelvin
That is what i want most out of this.

February 10, 2012 1:47 pm

TyrannicalFascist

THANK GOD….

February 10, 2012 2:25 pm

Green Girls Have More Fun

I really hope the real thing looks better than the mockup picture they just added. Then again, the Kre-O figures I’ve seen in person have all been pretty nice, so it stands to reason the Trek ones will look good as well.

February 10, 2012 2:33 pm

Frank Jay Gruber

I wonder if Kre-O Spock locks on to Kre-O Uhura…

February 10, 2012 3:04 pm

Jason

Yeah the Toys R us Here still has a huge lot of discounted playmates 2009 figures that aren’t selling at all.

I hope retailers will still welcome new star trek figures

February 10, 2012 3:11 pm

Let Them Eat Plomeek Soup

@42:

Oh god…

February 10, 2012 3:20 pm

Jason

The press release just says “select figures”

If there is an action figure line I still wonder how it could exist from Hasbro side by side with star wars. Would Lucasfilm be happy about that?

I know they also do GI Joe, Marvel, and Transformers, but those are all distinctly different.

February 10, 2012 3:57 pm

Gary Makin

As long as Star Trek 2 isn’t like a Hasbro movie…

February 10, 2012 4:31 pm

Miraclefan

This is fantastic news.
Here’s hoping we get some Titanium series Micro Starships and some better detailed Role play Starships.

February 10, 2012 4:47 pm

Charla

WOO HOO!!

February 10, 2012 5:05 pm

J.A.G.T.

Is Kre-O some kind of “hasbro lego”? – silly… everyone knows that if you wanna milk a franchise to the last drop you have to sell licenses to Lego… Star Wars Lego anyone..? I think that was a bonehead move by CBS/Paramount

February 10, 2012 5:37 pm

The Starfleet Veteran

I don’t care about the KRE-O crap, but I want an awesome line of 3.75″ scale figures like Star Wars, Marvel Universe and G.I. Joe.